Plano de marketing para: corpuseven health club

Abstract

The current project consists in developing a marketing plan for Corpuseven Health Club. The Corpuseven Health Club is one of the oldest gyms on Faial Island with a foundation date in November 2007. In recent years it has lost members to its competitors and reduced the number of active members. In order to understand the factors that can motivate people to practice physical activity and consequently lead to attending a gym, on the one hand, and with the purpose of increasing the number of club members, on the other, motivations were studied for the practice of physical activity, what people value, and what can be done to meet their wants. In this work the first steps of the action research strategy were applied in order to be close to research work and change in the organization. An online questionnaire was applied that counted on 432 respondents in which almost half of them are practicing of physical activity. This questionnaire was supported by the Sports Motivation Scale scale. The qualitative techniques of archival research and direct observation in the facilities were also used. The study revealed that people practice physical activity to achieve fitness and the main barrier to sports is lack of time. In this work, location proved to be the main reason several people did not attend Corpuseven Health Club. This work contains academic usefulness because it applies the scale Sports Motivation Scale in a new reality, not yet studied and practical utility because it intends to give to the company a plan of action in the conquest of new partners.